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Strategic Retail Management pp 351–373Cite as

Customer Relationship Management

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Abstract

Building enduring relationships with customers has become a prime strategic objective of retail marketing. The goal of this chapter is to explain the paradigm of relationship marketing and introduce the underlying principles of customer value, the relationship lifecycle and the constructs of customer loyalty and customer satisfaction. In retailing, loyalty programmes are manifestations of customer relationship management.

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Notes

  1. 1.

    As well as the explicitly cited sources, sources used for this case study include the websites http://www.ikea.com, investor relation presentations and various annual and interim reports.

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Author information

Authors and Affiliations

  1. FB Wirtschaftswissenschaften, Universität des Saarlandes, Saarbrücken, Saarland, Germany

    Joachim Zentes

  2. Universität Fribourg, Fribourg, Switzerland

    Dirk Morschett

  3. Universität Siegen, Siegen, Nordrhein-Westfalen, Germany

    Hanna Schramm-Klein

Authors
  1. Joachim Zentes
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  2. Dirk Morschett
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  3. Hanna Schramm-Klein
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Corresponding author

Correspondence to Joachim Zentes .

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Zentes, J., Morschett, D., Schramm-Klein, H. (2017). Customer Relationship Management. In: Strategic Retail Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10183-1_16

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